This study explores the impact of paradoxical expression on consumer attitudes in the field of marketing communication. Paradox is a rhetorical technique that conveys a truth within contradictory statements. In a paradox, a contradiction arises within the language itself (the expression). By presenting mutually contradictory statements together, it evokes a special meaning. This method indirectly expresses the intended message, inducing deeper thinking and inference of meaning by the listener or reader. In marketing, such paradoxical expressions can be utilized in various ways, including brand names, advertising slogans, and social media content. This research examined how consumer responses differ according to their level of need for structure motivation when brand names use paradoxical expressions. The methodology employed was an experimental approach, analyzing the preference and behavioral intention for paradoxical brand names among two groups of consumers with different levels of need for structure (low vs. high). The results indicated that consumers with a low need for structure were more inclined to favor brand names employing paradoxical expressions and demonstrated higher purchasing intentions compared to consumers with a high need for structure. This finding suggests th...